regionalni panel izazov 2016 - stanje na tržištu slovenije, janja božić marolt
TRANSCRIPT
Izazov 2016Slovenian media & marketing market
March 2016
Source: Mediana IBO, insights
Janja Božič Marolt
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Gross Advertising Expenditure
8800 ads / day = 46 hours / day
13700 ads / day = 61 hours / day
1847 m2 ads / year
140.000.000 sec / year
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Gross Advertising Expenditure in EUR by yearJanuary – December 2015 - 2008
2008 2009 2010 2011 2012 2013 2014 20150
500,000,000
1,000,000,000
498,520,285517,553,99
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591,612,841606,400,74
5649,285,91
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761,843,489786,332,24
2
869,004,207
Year
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Gross (measurment) : Net AdEx (estimation)
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Gross Advertising Expenditure by Media January – December 2015
Total: 869 mio EUR
in mio EUR
68484
38
35
27
1
6
Top 10 Advertisers by mediaJanuary – December 2015
MERCATOR
TELEKOM SLOVENIJE
SPAR SLOVENIJA
LIDL
P&G
FERRERO
PORSCHE SLOVENIJA
ENGROTUŠ
SIMOBIL
RECKITT BENCKISER
0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000
TV PRINT OUTDOOR DIGITAL COMMUNICATIONS RADIO CINEMA OTHERS
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Gross Advertising Expenditure by Sector January – December 2015
22%
8
Gross Advertising Expenditure by Sector January – December 2015
16%
9
Gross Advertising Expenditure by Sector January – December 2015
16%
10
Gross Advertising Expenditure by Sector January – December 2015
12%
11
Gross Advertising Expenditure by Sector January – December 2015
11%
12
Gross Advertising Expenditure by Sector January – December 2015
9%
13
Gross Advertising Expenditure by Sector January – December 2015
8%
14
Gross Advertising Expenditure by Sector January – December 2015
4%
15
Gross Advertising Expenditure by Sector January – December 2015
1%
16
Gross Advertising Expenditure by Sector January – December 2015
1%
17
22%
16%
16%12%
10%
9%
8%4% 1%
1%
Gross Advertising Expenditure by Sector January – December 2015
18
78.7%
9.7%
4.4%
4.0%3.1% 0.0%
0.2%
54.7%
15.3%
11.9%
7.3%
10.7%
0.0%0.1%
Gross (measurment) : Net AdEx (estimation)
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Agencies in Slovenia – official data
MEDIA AGENCY in mio € ADVERTISING AGENCY in mio €
DIGITAL AGENCY in mio € PR AGENCY in mio €
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31
71
18• PRISTOP• DIALOG - SI.NET • MA MARKETING• TAKTIK• SPEM KOMUNIKACIJE • PROPIAR• FUTURA PR• ECETERA• AGENCIJA IMELDA• STUDIO KERNEL
• HTTPOOL • KLIKA• AV STUDIO • RENDERSPACE• IPROM • DOMENCA LABS• INNOVATIF• PARSEK• GOLDBACH SKUPINA• MOJE DELO
• PUBLICIS • GREY LJUBLJANA • PRISTOP • S.V.-RSA• FUTURA DDB• FORMITAS• LUNA TBWA• MEDIA TERRA • VOTAN• AV STUDIO
• MEDIA PUBLIKUM• MEDIA POOL• PRISTOP MEDIA• OMG• DIRECT MEDIA• OMD• PHD• I&F MEDIABRANDS• CARAT AUSTRIA• MEDIALOG
50,238,016,214,811,611,33,62,92,42,1
13,08,78,58,57,06,54,23,53,53,0
5,14,13,02,62,52,21,51,51,51,1
8,51,20,70,60,60,50,40,30,20,2
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Ethical codes
SLOVENIAN CODE OF ADVERTISING PRACTICE
EFFIE AWARD
INTERACTIVE ADVERTISING BUREAU
SLOVENIAN MARKETING ASSOCIATION
ICC/ESOMAR CODE ON MARKET AND SOCIAL RESEARCH
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Izazovi za 2016
Overcrowded media okuženjeStrateški pristup i holistički pogled na iskustava potrošačaPromišljena personalizacijaDodatno prilagođena kreativa i kreativno media planiranje – sav način komuniciranjaTargetiranje prema life styl-u, demografija je outPonavljanje jedne priče - brend je ono što je percepcija brendaPronaći mikro trenutkeUtvrditi poverenje u digitalni zakup/realna ocena online oglašavanja…Formula uspeha: maksimalna širina, mikro fokusiran targetingOsigurati kontinuiran talent pool
THANK YOU FOR YOUR ATTENTION!
HVALA NA PAŽNJI!
www.medianagroup.net